Not long ago, I wanted to upgrade my phone. To begin my research, I went to a webpage that I’d visited many times before. Right in the center of the white, nearly empty page was one word — APPLE. Ten minutes later, I joined 90 million other satisfied customers as the proud owner of an iPhone.
As a marketer, Apple’s minimalistic marketing may be appealing to you, and you might even be tempted to try a similar approach. But here’s the catch. You are not Steve Jobs, and your company is not the largest tech provider in the world. Apple has earned the right to use a single noun on its landing page. You and I have not. In fact, very few brands can get away with simply using a noun or two as their value proposition because a webpage must provide very good reasons for the customer to continue to stay and engage, rather than click away. And that requires a complete thought.
In today’s Quick Win Clinic, Flint McGlaughlin, Managing Director and CEO of MECLABS, compares the value propositions of three different webpages — AppViewX, Core Hospitality Furniture, Video Brewery — and shares tips on how to more effectively communicate your brand.
His first caution — beware of using too many nouns.